Tell The Truth: Honesty Is Your Most Powerful Marketing Tool
My conflict is simple: I hope that you and everyone else in marketing will read it because all signs say that we need to. I was provided a copy of this book by the publisher after commenting, in a blog post , on an abstract of its contents. Use the Bm Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.
Review: “Tell the Truth” in Advertising? | Brandingmag
The Battle for Your Mind. Review "Truth is the only defensible competitive advantage. BenBella Books; 1 edition April 3, Language: Start reading Tell The Truth: Don't have a Kindle?
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Please try again later. With talk of branding, establishing a proper advertising platform, and the demands of our ever shortening attention plans, nothing seems more likely to have undergone a revolution in the last 15 years than the sometimes not so gentle art of persuasion in the marketplace. Unerman and Baskin make a notable case that what worked thousands of years ago--honesty--is what will work now in the increasingly freewheeling world of advertising, where truth seems like the first thing to go in the need to sell a product.
Unerman, an advertising executive, and Baskin, a well known consultant and author of an influential column in Advertising Age bring hope, pleasure, and a damn good read to a topic that could have been depressing. One person found this helpful. The most successful brands work hard to understand and articulate the simple, human truth behind how they serve their customers.
In his book Jonathan Salem Baskin provides businesses of all sizes and markets how to harness the truth about who they are as a company. This is a great read and a must for every brand manager out there. You have to tell the truth! Jonathan Salem Baskin is a great writer who has uncovered a seeming obvious concept missing from many of today's business and marketing practices.
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Kindle Edition Verified Purchase. Some good solid reminders of the basics of strategic marketing. I'd like to see a few more in-depth case studies. The New Truth Check If you aren't marketing the truth, you will get called out and pay a heavy penalty for it.
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In "Tell The Truth", you will find the 8 ways for brands to better deliver truth. This isn't a ploy to cover up what is the truth, but a way to be direct and specific about what it takes to help shape your brand. The example brands above are a couple of the hundreds of brands that failed to address the customers' situation promptly and as such lost both customers and brand reputation. This book is an excellent guide presenting the criteria that when applied, can give your business the competitive advantage truth provides. The book splits the 8 ways up into what you can and should say to your customers, and how you ultimately tell the truth.
In today's world, we live in the shadows of WorldCom, Enron, Tyco and the other companies that betrayed the people's trust of corporate governance. In the 90's and early 's, these companies did not have to deal with the existence of social media like Twitter and Facebook.
It's easier today for a simple Tweet or Facebook post of a ticked customer to create a PR nightmare for a company. The authors make a great point that because of the heavy internet age we live in today, the truth is out there and it will soon be found out. It's far better to admit and confront the truth than to treat your customers like they are too stupid to find it on their own. This book gives 50 great case examples of companies in the US and UK like Chick-fil-A, 24 Hour Fitness, Churchill Insurance and Domino's that understood the truth they stood in and marketed it to their customers by way of every median at their disposal.
In sum, this book is an excellent resource for helping your company to differentiate itself in a positive way. I received a review copy of this book from the publisher.
A review in exchange for the review copy was not promised. The views and opinions expressed in this review are my own, and in no way represent the views or opinions of the publisher, distributor or author s. Marketing has changed in recent years.
- Review: “Tell the Truth” in Advertising?.
- Speed Read - Tell The Truth: Honesty is your most powerful marketing tool | WARC.
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Global interconnectivity via the Internet has redefined the way that brands are built and managed. For many marketers adapting has meant frantic experimentation with the latest social media platforms, viral tactics or online metrics. Stop and read this book first. Because if you want your brand to benefit from all these nifty new tools and tactics then you'll also need to adopt a new mindset. That's what Tell the Truth is about: Providing marketers with a new conceptual framework for building brands that can compete in today's wired world.
I found Tell the Truth a lucid and enjoyable read. Underman and Baskin provide original thinking, clear writing and lots of examples to help the reader unlearn prevailing marketing dogma that was shaped during the media monopoly of the last century. Chief among these beliefs is the notion that truth is optional. While Tell the Truth makes a compelling case for why truth is the most powerful marketing tool we have, it's not an esoteric ethical treatise.
It's a hands-on field guide, full of practical advice for implementing truth in your day-to-day marketing efforts. If you are trying to get your head around the changes taking place in marketing today, start here. Tell the Truth will help you put the new rules of marketing to work for your brand.